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How did MiD DAY extract the smooch in public without plying any hooch? Well, it distributed 12,000 cutting-chai glasses, with the tabloid’s logo, all over the city at prominent places thronged by Young Urban Mobile Professionals Across India (YUMPIs). Those hubs were tea stalls in places like Nariman Point, Regal, VT, Fort, Churchgate, Worli, Parel, Malad, and Vashi.

The plan is to have the MiD DAY logo lavished with kisses for the rest of the year.

In a statement released to the media, Manajit Ghoshal, the MD & CEO of MiD DAY Infomedia Limited, said, “MiD DAY constantly looks at new and innovative avenues to communicate the brand message to the target audience.” Ghoshal said that target audiences were more attentive to brand communication when they were in a receptive frame of mind. “A medium like cutting-chai glasses is not only the perfect way to communicate the brand message but also the best means to engage the target audience during a break.”

Neville Bastawalla, the marketing head of MiD DAY Infomedia, has been quoted as saying, “MiD DAY strongly believes that innovation is the best driver to deliver brand communication. Chai breaks are the perfect medium for our message.”